New Consumer Behavior Theories from Japan eBook
$39.99
This book focuses on a new type of inclusive consumer decision-making process model (CDM) related to new leading-edge consumers.
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About this eTextbook
This book focuses on a new type of inclusive consumer decision-making process model (CDM) related to new leading-edge consumers. There have been two main types of CDMs for consumer behavior: one is the stimulus–response model and the other is the information-processing model. The stimulus–response model is applicable when consumers buy low-involvement products, and the information-processing model applies for high-involvement products.
Thus consumers’ decision making depends on the involvement level for the products. With the advent of the widespread use of the Internet, however, the situation has changed. Consumers whose information sensitivity is high (i.e., among leading-edge consumers) now use the Internet to search for information even for low-involvement products.
The consumers’ decision-making process depends therefore on their information sensitivity, not on the involvement level of the products. Also, these leading-edge consumers become in effect another type of media as they broaden their experience through the Internet. Under these circumstances, research about leading-edge consumers and the introduction of a new CDM is highly significant.
This book gathers data about leading-edge consumers, analyzes these data, then proposes a new type of CDM called “circulation marketing”. Following this model, not only the previous types of CDM, but also the new kind of CDM, including share behavior of leading-edge consumers, is explained.
Publication details
- Author: Akira Shimizu
- Publisher: Springer
- eText ISBN: 9789811611278, 9811611270
- Print ISBN: 9789811611261, 9811611262
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About this eTextbook
This book focuses on a new type of inclusive consumer decision-making process model (CDM) related to new leading-edge consumers. There have been two main types of CDMs for consumer behavior: one is the stimulus–response model and the other is the information-processing model. The stimulus–response model is applicable when consumers buy low-involvement products, and the information-processing model applies for high-involvement products.
Thus consumers’ decision making depends on the involvement level for the products. With the advent of the widespread use of the Internet, however, the situation has changed. Consumers whose information sensitivity is high (i.e., among leading-edge consumers) now use the Internet to search for information even for low-involvement products.
The consumers’ decision-making process depends therefore on their information sensitivity, not on the involvement level of the products. Also, these leading-edge consumers become in effect another type of media as they broaden their experience through the Internet. Under these circumstances, research about leading-edge consumers and the introduction of a new CDM is highly significant.
This book gathers data about leading-edge consumers, analyzes these data, then proposes a new type of CDM called “circulation marketing”. Following this model, not only the previous types of CDM, but also the new kind of CDM, including share behavior of leading-edge consumers, is explained.
Publication details
- Author: Akira Shimizu
- Publisher: Springer
- eText ISBN: 9789811611278, 9811611270
- Print ISBN: 9789811611261, 9811611262
What you receive
- A licensed digital edition of this title, supplied as PDF or EPUB. The format is set by the publisher, so email us the ISBN before ordering and we will confirm which one it is.
- Delivered to the email address on your order as a secure download link, usually within minutes and always within 24 hours of payment.
- Download links do not expire and there is no cap on re-downloads. Readable on any computer, tablet or phone, online or offline.
- This is a digital edition. Nothing is printed, packed or posted, and there is no delivery charge.
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